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Mobile Payments: What We Can Learn from the Past

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Mobile Payments: What We Can Learn from the Past Mobile Payments: what we can learn from the past By Gladys PRISO Diplomee de l'Institut de Management International de Paris, 1994 Submitted to MIT Sloan School of Management in Partial Fulfillment of the Requirements for the Degree of: Master of Business Administration at the Massachusetts Institute of Technology June 2006 © 2006 Gladys PRISO. All rights reserved. The author hereby grants to MIT permission to reproduce and distribute publicly paper and electronic copies of this thesis document in whole or in part Signature of Author MIT Sloan School of Management May 16, 2006 Certified by Henry Birdseye Weil Thesis Supervisor Accepted by - Steven J. Sacca Director, Sloan Fellow Program MASSAC 8U i SrS- S W OF TECHNOLOGY AUG 3 12006 ARCHNIVES LIBRARIES Mobile Payments: what we learn from the past By Gladys PRISO Submitted to the MIT Sloan School of Management on May 16 2006 in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration Massachusetts Institute of Technology Abstract Over the last decade, there has been a proliferation of mobile payments systems (MPS). Close to 150 MPS currently exist in the world according to the Bank for International Settlement records (BIS). Mobile payments (MP) markets are at different stages of development depending on countries. However, most of them are going through their embryonic or early phases. According to the theory, at this fluid stage, where no dominant design has emerged, it is nearly impossible to predict industry evolution. This paper tests the hypothesis that (i) because the MP industry is a path dependent system rather than a hysteresis system whose state depends on their immediate history, (ii) we can actually rely on accumulated experiences (success and failures) to narrow markets options in terms of dominant players and speed of adoption. In this paper, we elaborate a classification matrix of payment services and using the Weil-Utterback system dynamic model of the diffusion of innovation we analyze the main loops at play in US, Europe and Japan. In the process we provide numerous examples of MPS and several case studies. The key take aways of our analysis are that (i) incumbents are likely to dominate the offering of mobile payments services. (ii) in the next three to five years, US rate of adoption is likely to be faster than the European one. Thesis Supervisor: Henry Birdseye Weil Senior Lecturer, MIT Sloan School of Management TABLE OF CONTENTS TABLE OF FIGURES ........................................ 4 1. INTRODUCTION: WHY HISTORY MATTERS ................................ 5 2. KEY FINDINGS .......................................... 8 3. A SYSTEM DYNAMICS MODEL TO CAPTURE ................................ 10 THE DYNAMICS OF MOBILE PAYMENTS MARKETS 4. WHAT ARE MOBILE PAYMENTS AND WHAT THEY ARE NOT ............ 15 4.1 A typical electronic payment ...................................... 15 4.2 Introducing a pragmatic typology of mobile payments ........ 17 4.3 Mobile payments are not disruptive per se ...................... 18 4.4 What makes understanding mobile payments so confusing? ... 21 4.5 Wrapping-up: the hourglass metaphor ........................... 23 5. THE LOGIC BEHIND STAKEHOLDERS STRATEGIC CHOICES ............... 26 5.1 Operators .................................................... 27 5.1.1 Assets ............................................ 27 5.1.2 Challenges ........................................... 29 5.2 Financial institutions .......................................... 30 5.2.1 Assets ............................................ 30 5.2.2 Challenges ........................................... 32 5.3 payment start-ups ............................................. 33 5.3.1 Assets ...................................... 33 5.3.2 Challenges ........................................... 34 6. PUTTING THE MODEL TO WORK ........................................... 37 6.1 A classification matrix of mobile payments schemes ........... 37 6.2 Countries overview ...................................... 45 6.2.1 United States ...................................... 48 6.2.2. Europe ....................................... ....... 52 6.2.2.1 Case studies ................................... 56 6.2.3 Asia ....................................... ......... 69 BIBLIOGRAPHY ........................................ 74 APPENDIX ............................................................. 75 TABLE OF FIGURES Global ranking of m-commerce/m-payment ...................................... 5 Characteristics of the four technology phases ......................................... 6 Weil-Utterback model of technology diffusion at the market level............... 11 Weil-Utterback model of technology adoption at the market level .......... .. 12 Flow of a payment in card network ........................................... 16 Typology of mobile payments ....................................... .......... 17 The six ways to enable mobile payments using a mobile handset ................ 21 The various dimensions of a mobile payment ..................................... 38 The hourglass metaphor ....................................... 24 A classification matrix ..................................................... 35 Overview of mobile payment schemes by country ............................. 46 US Credit card merchant service fees and interchange fees ...................... 49 The majors American mobile payment start-ups solutions ....................... 51 Leading Global retailers ...................................... .................. 52 1. INTRODUCTION: WHY HISTORY MATTERS Mobile payments markets are at different stages of development depending on countries (see figure 1) but most of them are at their embryonic or early phases. Using the Utterback framework for technology life cycle summarized in figure 2, these markets are mostly at their fluid stage and few may have started their transitional phase. As a result of the high level of uncertainty in products and markets it is supposed to be nearly impossible to predict industry evolution. Figure 1: Global ranking of m-commerce/m-payment 1 4ft- owlpd • .. o • • - t.',•uu. 2..: jjl~ ,m~y *0 7h .,. *.W r~r~/ •..?... Soure Arthur D Little, December 2005. The ranking is based on several parameters: the breadth of m- commerce services offered, how well the services are integrated among the participants of the value chain and to what extend the market players have solid and clear m-commerce strategies. 5 However, some system dynamics models provide frameworks to understand the fundamental dynamics of the diffusion of innovations that can be applied to MPS. Furthermore system dynamics reveals that MPS businesses are path dependent. In other words, 'the outcome of the ultimate end state depends on its past history, on the entire sequence of decisions made by agents and resulting outcomes, and not just on contemporary conditions (or immediate history). This principle tells us that "history matters"' . Consequently it is worth reflecting on what we can learn from past and current MPS. Figure 2: Characteristics of the four technology phases Uncertainty in Appearance of Strong pressure on Invasion of new products and dominant design profit margin technologies markets Increased clarity More similarities Increasing High rate of about customer than differences in obsolescence of product innovation needs final products incumbents assets and high degree of Dynamics of the process flexibility Increased process Convergence of Lowered barriers phase innovation product and to entry new Fast-growing process competition demand low total Importance of innovations volume complementary Convergence of assets some markets as Greater importance new technologies of product Competition based emerge functionality than on quality and brand names availability Little direct competition Source: MIT Sloan Management Review 2 Wikipedia In chapter three, we begin by introducing the system dynamics model we elected, then in chapter four, we provide a typology of MPS and discuss why they are not systematically disruptive and why their definition tend to be confusing. Chapter five explores the logic behind stakeholders strategic choices. Finally in chapter six, we put our model to work and introduce both a classification matrix of MPS and a system dynamics analysis of US, European and Japanese markets. Chapter six contains both detailed descriptions of various payments schemes and case studies. While writing this paper, we have faced the following challenges; Firstly, balance the tension between our need of very detailed data on how services actually worked and our goal to come out with a high level view. Secondly, compensate the lack of a comprehensive global updated and public database on MPS (past an current). Often factual descriptions were not enough detailed to know who was doing what there and, as you will see, it is important to know such details. Therefore we have had to spend more time than anticipated gathering and updating primary information. We have learned a lot during this research, not only about MPS per-se, but also about national differences and competitive dynamics complexities. We do believe that the understanding of core dynamics can help narrow uncertainties of complex systems and hope to be able deepen our understanding of system dynamics in the future. 2. KEY FINDINGS 1. Incumbents (banks, payments networks, credit card issuers and wireless operators) are more likely to dominate mobile-payment markets because of the following
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